Best Global Green Brands 2014

World Cup Daily

In Marketing Race to the World Cup, Brands Turn Focus on Culture

Posted by Mark J. Miller on June 5, 2014 04:11 PM

The World Cup starts next week, but the amount of advertising related to it is already overwhelming. Marketers have piled on to this World Cup more than any World Cup in the past, the New York Times reports, thanks to the expanding Hispanic population in the US, the ability to reach more consumers with social media and better technology, and the growing love for event TV that viewers actually watch as it happens rather than later, when they can skip through the ads.  

“World Cup soccer has the power to be the most talked about subject in social media, ever,” commented Gail Horwood, VP for worldwide digital strategy at Listerine’s parent company, Johnson & Johnson, to the Times. “We’re going to tell the story of the matches through the mouths of the fans using two 24-hour newsrooms, in New York and London, with support on the ground in Brazil.”

Another sign that this World Cup has entered into a new realm for marketers, the Times notes, is how, like at the Olympics or Super Bowl, official sponsors are being "dogged by rivals also seeking to ride the World Cup’s coattails" as so-called ambush marketing gets more sophisticated (and digital). So more than ever this World Cup, FIFA partners such as Coke and adidas are seeing a lot of marketing pushback from rivals Pepsi and Nike.Continue reading...

brand news

Brand News: AMEX, Google, Tesco and more

Posted by Shirley Brady on June 4, 2014 09:28 AM

TOP 5 STORIES

American Express produces first documentary with "Spent: Looking for Change" project.

Google promotes Lorraine Twohill to SVP of marketing.

Tesco reports unprecedented customer loss as rival UK grocers gain.

US TV upfront ad sales start to move as major media buy involves time-shifted TV.

Walmart's “Made in USA” push exposes suppliers' strains.

TOP 5 STORIES

Airbnb tests group dinners for strangers.

Burberry realigns marketing teams.

China state media urges “severe punishment” for U.S. tech firms.

Diageo puts digital control back in brands’ hands.

Facebook buys Finnish mobile data firm.Continue reading...

World Cup Daily

World Cup 2014: Welcome to the Non-Sponsor Main Event

Posted by Mark J. Miller on May 29, 2014 02:19 PM

Nike and Samsung may not be official sponsors of this summer's World Cup in Brazil, but that's not stopping them from taking full advantage of the event. The pair top a new list from Unruly Media of the most-shared football/footie/futbol-related videos. In fact, non-sponsors are responsible for 54 percent of total shares.

FIFA's official brand partners that made it into the top 11 ranking include Castrol and its "Footkhana" video; Coca-Cola, which has turned out a slew of soccer-related campaigns; Emirates Airlines; and Visa. Non-sponsor Pepsi, attempting to give its rival a run, was ranked at No. 14. Sponsors that didn't make it into the top 10 include Budweiser (16), Sony (18), McDonald’s (20), Johnson & Johnson (24), and Kia (26).

Part of the opportunity and challenge of being a World Cup official sponsor is the event's global appeal. According to Ad Age, 175 of Coca-Cola's 207 markets have adapted Coke's central campaign (see more below) for the 2014 World Cup. In comparison, only 100 markets bought into the brand's London 2012 campaign. The higher buy-in this year is partially due to making the campaign creative relevant locally with a customizable logo.Continue reading...

corporate citizenship

Visa, MasterCard Team Up to Push for Better Credit Data Protections

Posted by Mark J. Miller on March 10, 2014 06:42 PM

As more information and new reports of data hacks continue to pour in, striking major retailers like Target, Neiman Marcus and others, the US is becoming increasingly aware of the many dangers associated with using debit and credit cards

MasterCard and Visa, whose businesses are eroded every time a consumer’s information is stolen, have decided to take action and are leading an effort to form a “cross-industry group to improve security for card transactions and press US retailers and banks to meet a 2015 deadline to adopt technology that would make it safer to pay with plastic,” Reuters reports.

Other members of the group include credit unions, banks, retailers, and industry trade associations, which are initially pushing for the implementation of technology already used in Europe and Asia—EMV cards—which “store information on computer chips rather than on traditional magnetic strips, making them harder to counterfeit,” according to the wire service.Continue reading...

brand news

In the News: Google, Instagram, MasterCard and more

Posted by Dale Buss on March 10, 2014 09:32 AM

In the News

Google looks to repeat Android success with wearable devices.

Instagram inks ad deal with Omnicom worth up to $100 million. 

MasterCard and Visa form payment-security group.

AT&T and T-Mobile rejigger wireless prices.

American Airlines and JetBlue end sales partnership.

Biomet files for IPO.

Boeing inspects undelivered Dreamliners for cracks and braces for any tarnish from Malaysian Airlines disaster.

Buffalo Wild Wings ramps up tablet rollout.

Cars.com goes on block for $3 billion.

Caterpillar and Sany argue over which is No. 1 in China excavator market.

Chipotle is asked to do sustainability reporting.

Chiquita buys Fyffes to create world's largest banana company.Continue reading...

brand news

In the News: Mobile World Congress, Honda, Barnes & Noble and more

Posted by Dale Buss on February 24, 2014 09:14 AM

In the News

Mobile World Congress gets underway in Barcelona, as Nokia unveils its first Android phone, Samsung drops Android for its new smartwatch, Mozilla promises to deliver a $25 smartphone and Sony tries to crack smartphone market.   

Honda appoints first woman to its board and starts making Fit cars in Mexico.

Barnes & Noble sees conditional acquisition offer. 

Apple and Samsung fail to settle US patent case.

Best Buy and JCPenney will be reporting earnings this week, hoping to show signs of turnaround.

Brahma finds unique way to merge soccer and beer in Brazil.

Budweiser launches special-edition World Cup bottle.

CNN pulls the plug on Piers Morgan primetime show.

Ford reportedly swaps Microsoft for BlackBerry in Sync.

Glanbia may be trying to acquire Muscle Milk parent CytoSport.

Jaguar Land Rover presses dealers for customer data.Continue reading...

brand news

In the News: Candy Crush, Kellogg's, Sony and more

Posted by Dale Buss on February 18, 2014 09:05 AM

In the News

Candy Crush Saga maker files for IPO.

Kellogg will switch to sustainable palm oil by 2016.

Sony sold more than 5 million PlayStation 4 consoles globally.

Actavis nears acquisition of Forest Labs for up to $25 billion.

Campbell Soup focuses on price promotions in Australia sweet biscuit market.

Coca-Cola sales and earnings slide, yielding cost cuts.

Groupon says President's Day gaffe was intentional

Hong Kong Disneyland says it will add hotel rooms after consistent turn up in attendance. 

HP knew of Autonomy's accounting methods long before sale, report says.

Lamborghini looks to expand two-model lineup.

LG unveils three new L-series smartphones.Continue reading...

follow the money

T-Mobile's Next Frontier? Your Bank Account

Posted by Mark J. Miller on January 29, 2014 04:46 PM

The mobile market is an industry full of intense competition and some larger than life personalities (we're talking to you, John Legere). And so while Verizon and AT&T jockey over who has the fastest speeds and lowest prices, T-Mobile and Sprint are taking the battle in a whole different direction. In fact, they're taking it to a whole different industry: banking. 

Falling under its "Un-Carrier" campaign, T-Mobile recently launched "Mobile Money," a full-fledged banking service that allows consumers to “do their banking via mobile app and also in the company's 3,000 storefronts” while not charging monthly maintenance or purchase fees and requiring no minimum balance. 

"Millions of Americans pay outrageous fees to check cashers, payday lenders and other predatory businesses–just for the right to use their own money,” John Legere, chief executive officer of T-Mobile, said in a statement, according to The Street. “Mobile Money shifts the balance of power for T-Mobile customers and keeps more money in their pockets."Continue reading...

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